This document provides guidance on conducting customer discovery interviews to identify problems worth solving. It emphasizes the importance of directly observing customers and interviewing them to understand their real behaviors and pain points, rather than relying on surveys, focus groups or your own assumptions. Some key tips include: - Do not talk about your own ideas during interviews - Ask open-ended "why" questions to understand root causes - Search for facts about past experiences rather than opinions - Watch for potential biases in your own questions The overall goal is to discover genuinely problematic needs from the customer's perspective that could be addressed by a new product or solution.

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2. Lean Canvas

3. Iteration
Build-Measure-Learn

4. Test the
riskiest
things first

5. Customer & problem
? ?

6. Innovation diffusion process
Source: the diffusion process, by Joe M. Bohlen, George M. Beal and Everett M. Rogers, 1957

7. Customer Discovery:
Find a problem worth solving
for a specific type of customer

8. Dont:
● Survey
● Questionnaire
● Focus group
● Market Study
● Your personal experience
● Conversation with friends
Customers Discovery
Do:
● Observation
● Interview
● Role play
● Games
> Behaviours

9. Question: “I like the idea of having one portable device to fulfill all my needs”
Sources: http://universalmccann.bitecp.com/um_report_pttp_lr3.pdf
http://www.gsb.stanford.edu/news/headlines/itamar-simonson-emanuel-rosen-how-digital-age-rewriting-rule-book-
consumer-behavior
Market study found no need for iPhones in 2007
“Users would not be motivated to replace their existing digital cameras,
cellphones and MP3 players with one device that did everything.”
“There is no real need for a convergent product in the U.S., Germany
and Japan”

10. It’s really hard to design products by
focus groups.
A lot of times, people don’t know
what they want until you show it to
them.

11. If I had asked people what they
wanted, they would have said
faster horses

12. what people
actually
do
what people
think
they do
what people
say
they do
Franck Debane @fdebane

13. GET OUT OF THE
BUILDING

14. Problem Interview
YOU

15. Understand problem importance & frequency
Discover:
➢ bigger problems
➢ alternative solution
➢ how much the problem cost
➢ how the customer look for solution
➢ the root causes of the problem or need
➢ key insights to design a solution
Problem Interview: Goals

16. has the problem
aware of having the problem
looking for a solution
hacked a solution
pay for a solution
frequency

17. DO NOT talk about your idea

18. Listen: The customer is the expert

19. Search for facts not opinions

20. Ask about past events

21. Why?
Why?
Why?
Why?
Why?
Why?
Why?
Why?
Why?
Why?

22. “The better you know your customers
the better you can help them”
- Iain Wallace

23. 1. What do you do when you have this
problem?
2. Would a buy a product that does this?
3. What else did you try?
4. Tell me the last time you had this
problem...
5. How much would you pay for this?
6. What would do next time it happens?
7. Does it happen to you often?
8. How much does it cost you?
Good or bad questions?

24. Watch for biased questions
Do you get headaches frequently
if so how often?
Do you get headaches occasionally
if so how often?

25. Watch for biased questions
Do you get headaches frequently
if so how often?
Do you get headaches occasionally
if so how often?
Source: John Hayes, Interpersonal Skills at work. Routledge 2002 referencing Loftus, 1975
2.2 / week
0.7 / week